Description
Book SynopsisIt's only natural to ask people what they think of your ideas. After all, you can't launch, create or do something of value if you're not interested in the opinions of your intended audience. Trouble is, the asking doesn't always help. Learning the lessons from a lifetime of listening, Jon Cohen reveals why you can't trust what people say and explains why their answers will often lead you astray. Drawing on an extraordinary array of entertaining and inspiring examples, Jon demonstrates how to ask better, listen harder and get closer to the truth. This book will transform your ability to understand your customers, enabling you to develop more imaginative ideas, braver public policy and more compelling marketing communications. Asking for Trouble is your indispensable guide to asking people what they think.
Trade ReviewThis book is going to be a big hit!; Enjoyable and provocative; A tremendous book; I came away from it feeling like I do when I have looked at a really high-end cookbook from someone like Ottolenghi: I'm glad I've read it and understand the complexity of the food. I'm even more glad he has restaurants so I don't have to try and do this myself!; An incredibly usable field-guide that is also wonderfully readable and intellectually stimulating. Quite a coup!; I enjoyed every moment of it.
